This post is part of the 📖 Never Lose a Customer Again series.

Today, I am reading Phase 4: Activate chapter from the book Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days written by Author, Joey Coleman.

TL;DR! 💬

Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding.

In Never Lose a Customer Again, Coleman offers a philosophy and methodology for dramatically increasing customer retention and as a result, the bottom line. He identifies eight distinct emotional phases customers go through in the 100 days following a purchase

Yesterday, I started reading Phase 3: Affirm section from the book Never Lose a Customer Again


Phase 4: Activate

Overview of the Activate Phase

The Activate phase begins with the first major post-sale interaction with the product or service.

The business must energize the relationship and propel it forward with an official “kickoff” of the relationship. The business also begins to deliver on the promises made during the Assess phase.


In the Activate phase, the business activates the customer’s emotions at the first major moment of truth: delivery.

Don’t deliver your product or service like a dead fish you can’t wait to get out of your sight. Deliver it engagingly and memorably.

The author gives an excellent example:

Apple’s decision to ship its iPods precharged ensured that the initial moment of activation was everything the customer desired and more.

Quick Takeaway

Remove any barriers, no matter how small they seem, to your customers experiencing the product they paid for immediately upon receipt. Make it super simple to engage.


Now that you’ve considered your first major interaction post-sale and the customer experience that happens in the Activate phase, let’s consider what happens as the customer starts to interact with you and acclimates to your way of doing business.

That’s it for today. I will read Phase 5: ACCLIMATE tomorrow.

Buy or not buy?

This book Never Lose a Customer Again is an excellent read. Do not hesitate to pick this. Pick the physical book, so you take notes and highlight the bits you want to reference later.

Listen, I don’t care whether you buy the book using one of the links on the page or not but just buy. You will be glad for my recommendation.

Do you know you can listen to this book on Amazon Audible for FREE?

Do you know you can listen to this book on Amazon Audible for FREE?

If you are not into reading like me, then you can listen to this book for FREE on Amazon Audible

Don't Read. Just 🎧

Part 14 of 16 in the 📖 Never Lose a Customer Again book series.

Series Start | Never Lose A Customer Again - Day 13 | Never Lose A Customer Again - Day 15

Amazon Associates Disclaimer! 💬
As an Amazon Associate, I earn from qualifying purchases. I make a tiny commission if you buy using one of the links above at no additional cost to you. I use the money to buy another book 📖 to review or grab a beer 🍺 Super duper thanks 🙌